Statistics on the mobile games industry in China from Super Data, iResearch, KPCB, Maopao AppStore, Umeng. Presentation organized by SkyMobi, Nasdaq listed, China-based leading mobile games publisher.

1. “By the Numbers – A blast of market data on the
Chinese market by the stat experts”
• Market Overview
• Market Breakdown by City Tier
• Overview of ‘Diaosi’
William Heathershaw, Head of International Marketing, SkyMobi

2. China Mobile Internet Users as % of Internet Users
Source: KPCB

3. Percent of Global GDP

4. Conversion of Users to Paid and ARPPU
Source: Super Data

5. Comparison: Revenue per Download and CPI Q4 2013

6. Comparison: China and US CPI & ARPU
Source: Super Data

7. Comparison: China/US MAU & Annual Revenue
Source: Super Data

8. Know Who Your Customer Is
Population: 1.36 billion
Mobile internet users: 500 million
Mobile gamers: 266 million MAU
All these 266 million gamers are pretty much the
same profile, right? NO

9. Classify Users by the
Tiers of Cities in China
• Population
• Provincial GDP
• Cities with strong economic growth
• Geography vicinity to other powerful cities
• Advanced transportation infrastructure
• Historical and cultural significance
Source: American Chamber of Commerce
Let’s Break it Down

10. 1st Tier cities only have 10%
of China’s population
1st Tier Cities: Beijing,
Shanghai, Guangzhou,
Shenzhen
Distribution of Active Devices in Chinese Cities

11. Annual Changes of Daily Sessions per User
Source: umeng

12. Distribution of Active iOS and Android Devices
Source: umeng

13. Top 5 Android Brands per City Tier (2014 Q1)
Source: umeng

14. I see the significance of focusing on lower tiered cities
…but what do the users look like?
• Game Preferences
• Game Preference Trends
• User Behavior
Diaosi

15. Diaosi Game Preference
Source: Maopao appstore

16. Diaosi Game Preference Trend
Casual
Action
Card
Racing
RPG
Adventur
e
Time
Source: Maopao appstore

17. Wifi vs Cellular Network Usage for Downloads
Source: Maopao appstore

18. Success Rates of Downloads Relative to App Package Size
Source: Maopao appstore

19. 238
251
271
316
377
282
298 303
323
354
Q1-13 Q2-13 Q3-13 Q4-13 Q1-14
 AVG.RAM
 AVG.ROM
Diaosi’s Handset Performance Increasing,
but yet Relatively Low End
Source: Maopao appstore

20. Diaosi’s Most Responsive Time Periods to Promotions
Source: Maopao appstore

21. Games Are Most Important to 3rd Tier and Below
Source: umeng

22. “Hmm, does Diaosi have money to spend?”
• Most affordable form of entertainment
• Able to “show face” through games

23. Reaching Diaosi
• Maopao app store
• Pre-installed on 40% of Android handsets
• 147 million users, 25 million MAU
• Partners
• 100+ Chinese OEMs
• 30,000+ China Unicom & China Mobile stores
• 70+ distribution channels incl Tencent, Qihoo, Baidu

24. Thank You! Kiitos!